Study 1 illustrates that when users interact with an advertisement from the speaker, the effects of the advertisements are more significant than the effects of one-way advertisements, especially in the case of low involvement products. This study assessed advertisement effectiveness using several distinctive features of the smart speaker: interactivity, contextually relevant advertisements, and voice changes. However, because voice commerce advertisements are not yet active, little is known about the effectiveness of smart speaker advertisements. As a result, more and more people are buying products through smart speakers. The smart speaker is currently one of the fastest-growing consumer technologies.
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